Verizon and Hearst seem to be betting that there are two types of millennials in this world: Those who are “from the heartland” and those who love late-night TV.
The two companies announced a new partnership on Wednesday called Verizon Hearst Media Partners, a 50-50 investment between the two corporations, according to a New York Times report.
Verizon and Hearst will roll out two mobile TV networks this spring. Seriously.TV will be a fairly unserious affair, a network in the style of late-night news and comedy.
The second channel, RatedRed.com, was described by the two companies to be pitched toward millennials living in “the heartland” of America. RatedRed is supposed to be more of a traditional network-style channel with news, documentaries, and programming about “music, food, outdoor life, military affairs, politics and faith.”
The channels will be available via Verizon’s Go90 app and online.
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The move comes just as YouTube Red premiered its own new subscription TV service with a lineup of shows that debuted in February, focusing on teens while also featuring YouTube stars and musical dramas, as the Los Angeles Times reported.
“It’s the dawn of a new era of video brands for the next generation of viewers and in Verizon, we have found a partner with unparalleled ad, video and mobile technology,” said Neeraj Khemlani, co-president of Hearst Entertainment & Syndication, in a release. Hearst has also recently invested in video with Buzzfeed, Vice, and AwesomenessTV.
